The paper present the results of the research conducted in 2019 by Kids&Toys Observatory of Politecnico di Milano, which aims to understand the impacts of digital transformation on parents and children’s behaviours and habits, with a particular focus on the processes of choosing and buying toys. Thanks to qualitative and quantitative analysis, the study focus on digital transformation’s, social effects and user’s emerging needs to analyze how much is changing in the dialogue between companies in toys sector and their customers (adults and children). The results open valuable discussions on the role of design in terms of tools, methods and approach in supporting companies in the Kids&Toys sector to develop hybrid scenario including new in-store experiences (ISE) and on-line experience both in line with traditional needs and the emerging behaviors of children, parents and care-givers.
Smart Retail and Phygital Customer Journey in the Kids and Toys Stores
Benedetta Terenzi
;
2021
Abstract
The paper present the results of the research conducted in 2019 by Kids&Toys Observatory of Politecnico di Milano, which aims to understand the impacts of digital transformation on parents and children’s behaviours and habits, with a particular focus on the processes of choosing and buying toys. Thanks to qualitative and quantitative analysis, the study focus on digital transformation’s, social effects and user’s emerging needs to analyze how much is changing in the dialogue between companies in toys sector and their customers (adults and children). The results open valuable discussions on the role of design in terms of tools, methods and approach in supporting companies in the Kids&Toys sector to develop hybrid scenario including new in-store experiences (ISE) and on-line experience both in line with traditional needs and the emerging behaviors of children, parents and care-givers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
